Hot Wheels helped drive profits for Mattel last year compared with a loss of 82 cents per share and $2813 million a year. Mattel CEO Ynon Kreiz is hoping that its new film division will revitalize the struggling toy company The creator of Barbie, American Girl and Hot Wheels has faced She did appear in Pixars "Toy. Shares of Mattel NASDAQMAT recently rallied after the toy makers fourthquarter earnings topped analysts expectations I. She points to Mattels MAT 227% "superior" performance to Hasbro HAS43% during the holiday season amid the Toys "R" disruption, led by Barbie 12% YY and Hot Wheels 9% Meanwhile. Its been 50 years since Hot Wheels cars got their license to capture the imagination of kids around the world Today, as the brand celebrates its golden anniversary and status as the No 1 selling to. following such moves by rival toy companies Hasbro Inc and Lego AS But Mattel Chief Executive Ynon Kreiz has been working. Personally, I think they should take some influence from Toy Story and The Lego Movie and keep the cars small, have a micro world within the larger human world with cars that would be actual size of H. Carpet & Tile Mart purchased the former Toys R Us location in Whitehall Township for about $32 million in December and will. Target ramps up toy department in time for the holidays had a negative 8 percent impact on sales during the fourth quarte. The 116th annual North American International Toy Fair at the Javits Center Kids can also create their own characters Fo. Mattel recently announced a Hot Wheels movie, a Barbie film starring and coproduced by Oscarnominee Margot Robbie Mattel has also partnered with Sony Pictures for a fresh take on the "Masters of th. The company said the Barbie and Hot Wheels brands would continue to grow, but momentum would ease from last year In the seco.